In today’s digital landscape, staying informed about updates from tech giants can have a massive impact on businesses, marketers, and users alike. These updates often signal shifts in strategy, user experience, or compliance with regulations, and can directly affect how we engage with these platforms. In this blog post, we’ll dive into recent updates from Google, LinkedIn, TikTok, and others, dissecting what these changes mean and how they might influence your interaction with these services.
Google Ends Contract with Quality Raters
There is considerable buzz about Google ending its contract with Appen for third-party search quality raters. This abrupt termination, effective March 19, is set to cost Appen a significant $82.8 million in revenue. These raters play a crucial role in assessing the quality of search results, although they don’t directly influence rankings. With no clear indication of whether a new human provider will take over or if AI will assume this responsibility, the industry is left in suspense.
Appen’s unexpected contract cancellation by Google raises questions about the future of search quality assessments. Google’s quality raters are instrumental in evaluating the effectiveness of search algorithms, providing feedback that shapes user experience without directly altering search rankings. This development could indicate a shift towards AI-driven quality control or the selection of a new human vendor.
LinkedIn Phases Out Lookalike Audiences
LinkedIn’s decision to discontinue lookalike audiences may disrupt current advertising strategies. Before the change takes effect on February 29, marketers must transition to predictive audiences or audience expansion, potentially matching the performance of lookalike targeting if utilized effectively.
LinkedIn’s announcement to sunset lookalike audiences necessitates a strategic pivot for advertisers. This move encourages the use of predictive audiences or audience expansion to maintain connection with similar customer profiles. The urgency to adapt before March adds pressure on campaigns that relied on lookalike audiences to reach potential buyers.
TikTok Experiments with Extended Video Length
TikTok is currently testing 30-minute videos, a significant leap from its original 15-minute limit. This move could reflect a shift towards longer engagement and provide new ad placement opportunities, especially for mid-roll ads known for high engagement.
TikTok’s trial of 30-minute videos suggests an evolution in content strategy, aiming to capture longer viewer engagement and enhance advertising potential. This experimental phase, influenced by its Chinese counterpart Douyin, may redefine the platform’s quick engagement reputation if successful.
Google to Revise Its SEO Starter Guide
Google is set to overhaul its SEO Starter Guide with “significant changes”. This fundamental resource for SEO professionals has been a cornerstone for learning how to optimize visibility on Google Search, reflecting evolving best practices and algorithm updates.
The rewrite of Google’s SEO Starter Guide is noteworthy for those in search engine optimization. The guide, a staple in the SEO community, is expected to undergo substantial changes to stay abreast of the latest in search visibility and best practices.
Twitter Shares Valuable Planning Resource
Twitter has released an interactive marketing calendar for 2024, offering a handy tool for content planning around key dates and events. The use of an AI-generated header image for the calendar is a novel touch, emphasizing the platform’s innovative approach.
Twitter’s 2024 marketing calendar is a strategic resource for planning content around significant events and themes. This simple, interactive guide could be a game-changer for marketers looking to align their campaigns with relevant dates throughout the year.
Meta Enhances Data Privacy in Europe
Meta is enhancing its data privacy measures in Europe to align with the Digital Markets Act (DMA). Facebook and Instagram users in the EU, EEA, and Switzerland will soon see prompts to choose how their data is shared, a move that could impact targeted advertising efficacy.
Meta’s intensified data privacy efforts in Europe reflect compliance with new regulations and offer users more control over their data sharing preferences. This shift could influence targeted advertising’s effectiveness on Meta platforms and reflects the broader trend of prioritizing user privacy.